1/5/2016 7:56:00 AM
In introducing themselves via the web, print, email, social communities and in meetings many TPAs and recordkeepers often talk about how many years they’ve been in the business, the certifications or credentials they have, the types of plans they support, and more. All pertinent background information to be sure, but not the kind that’s likely to garner attention, distinguish an organization or help build a brand. In short, these are features. They’re not benefits.